Optimizely has always been synonymous with experimentation. Its platform empowers organizations to test, learn, and optimize digital experiences with precision. Now, with the integration of agentic and generative AI, Optimizely is taking that mission further — helping teams not only run smarter experiments but also act on insights faster and more confidently.
Forrester’s report, The Impact of AI on Digital Experience Platforms, discusses how vendors like Optimizely are embedding AI to support content creation, campaign testing, and practitioner enablement. Optimizely’s approach stands out for its focus on agility and continuous improvement.
Agentic AI Turns Data Into Decisions
Optimizely’s Opal provides a unified view of customer interactions, enabling marketers to make informed decisions based on real-time data. Agentic AI capabilities are layered into this experience, offering recommendations, automating workflows, and guiding practitioners through complex optimization paths.
Perficient Optimizely Director David Lewis explains how Perficient is helping clients unlock the full potential of these tools.
Lewis said, “We’re seeing Optimizely’s AI capabilities accelerate how teams work—whether it’s Opal generating brand-consistent content in CMP, summarizing experiment results in Web Experimentation, or surfacing personalization ideas directly in Feature Experimentation. The real advantage is that these tools are connected to the workflows practitioners already use every day, so optimization happens naturally and at scale.”
Accelerating Content and Campaign Innovation With GenAI
Optimizely’s GenAI features are designed to support rapid iteration. From generating brand-consistent content to summarizing customer behavior and simulating campaign outcomes, GenAI is helping teams move faster without compromising quality.
Lewis shares how Perficient is guiding clients through this transformation.
“We’re seeing GenAI help Optimizely users move faster, whether it’s writing audience-specific content or simulating campaign outcomes. The key is integrating these tools into workflows that already drive business value,” he said.
Perficient Named 2025 Gold Globee® Winner for Best Artificial Intelligence Service Provider | Learn More
Building a Smarter, Safer AI Strategy
Successful AI adoption requires strong data foundations, human oversight, and change management. That’s why we work with clients to ensure these elements are in place, especially when integrating AI into experimentation and optimization workflows.
We’re honored to have contributed to the research in an interview for Forrester’s report , The Impact of AI on Digital Experience Platforms. We believe it reflects our deep expertise in helping enterprise clients implement and optimize DXPs like Optimizely. Whether it’s orchestrating personalized journeys or deploying intelligent agents, we’re helping brands embrace AI responsibly and effectively.
If you’re exploring how to bring Optimizely’s AI into your DXP strategy, we invite you to connect with us and keep the conversation going.
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Great article! I like how you explained how AI can make experimentation smarter—it really shows the potential for data-driven decision making.